Building Brands In Digital

A Window Into the Near Future

“The technology was invisible, the experience was real-time, and it was a total head turner.”

Alan SchulmanVP, Chief Creative Officer,SapientNitro NY

BMW North America’s BMWi created an augmented reality experience showcasing BMW’s upcoming all-electric and plug-in hybrid vehicles, just as they would be seen in a window’s reflection driving down a New York City street. Partnering with kbs+, the team transformed all passing cars on 6th Avenue in New York City into nearly 250,000 all-electric BMW i3 and i8 vehicles using digital projection and motion capture technology. A video documenting the window creation process extended the reach of the execution beyond the block. The experimental and experiential endeavor paid off with a significant rise in consumer attention to BMW.

“This teaser campaign is true Augmented Reality at the speed of life. It required no app downloads or complicated user requirements—it was just a giant glimpse into the future of BMW's hybrid and electric cars for hundreds of thousands of passersby. How KBS+ and its Assassins & Spies pulled off real-life scale, rather than using smaller screens and spreads, is amazing. What’s more, the placement on 6th Avenue in New York City was brilliant. There's no place like the busy streets of New York to get attention. The technology was invisible, the experience was real-time, and it was a total head turner. All that, and the impressive, hand-raising results, is why this execution really worked.”

— Alan Schulman, VP, Chief Creative Officer, SapientNitro NY

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800,000 New Yorkers passed by the window for a glimpse into the near future

Leads for the BMWi vehicles increased 52%, compared to the previous 10 days.